What Happens When You Treat Sales Like an Internal Client?

Most marketers try to work with sales. But Kyla Nuesa works for them.

Not literally, of course, she’s an ABM Manager at MongoDB, but her mindset flips the usual playbook. From building trust before tactics, to shaping her campaigns around salespeople’s personal goals, Kyla treats sales like an internal client. And the results speak for themselves.

But let’s rewind for a second.

From Finance Intern to ABM Pioneer (Before Finishing College)

Kyla was just 19 when she got her first real taste of tech. A finance intern turned field marketer at ServiceNow, she got the chance to train under ABM leader Gemma Davies and help build out a brand-new ABM function, all while finishing college.

She never looked back.

Now at MongoDB, she’s combining deep customer insight with tactical creativity (elevator ads, anyone?) and a “goals-first” approach to drive real ABM results.

We sat in on her chat with Sam Hall, where she shared how to align with sales, select the right accounts, and create content that actually lands.

Challenge 1: Sales and Marketing Alignment

Most marketers treat sales as a partner. Kyla treats them as a client.

Her first step is building trust. 

“I get to know them as people,” she says, “and then I figure out what their personal goals are; not just pipeline targets, but real motivators.”

From there, she builds her ABM campaigns from their goals. If a rep is focused on deal velocity or executive engagement, her programs follow suit. She brings metrics, shows value, and positions herself as a business partner, not a burden.

“Sales need to trust in your expertise. You’ve got to show up confident and prove you’re here to help.”

Challenge 2: Setting the Right ABM Objectives

Kyla starts with deep research: account interviews with sales, SAs, and CSMs, plus her own intel. Only then does she build her "big rocks" — MongoDB’s top 3 objectives for the year.

For example, if executive access is a blocker, one of her big rocks becomes leaders-only roundtables or invite-only C-suite webinars. She aligns ABM objectives directly with what’s holding deals back.

Challenge 3: Target Account Selection

“If it’s not moving in the next 6–12 months, I’m not building one-to-one content for it.”

That doesn’t mean ignoring big accounts, it means nurturing them differently. She’ll still hit them with vertical LinkedIn ads and broader campaigns, but her focus stays on where marketing can actually help sales now.

“Quality over quantity. One-to-one ABM should go where we can make real progress fast.”

Challenge 4: Account Research That Doesn’t Waste Time

Kyla starts by reading sales’ plans first; account notes, slides, CRM updates, and only fills in the gaps. Then, she pulls together key stakeholders (sales, CSMs, SAs) to build the full picture together.

She keeps things lean, too. 

“I don’t want sales to feel like I’m giving them more work,” she says. 

She shows up prepared, takes great notes, and uses GenAI to polish insights fast.

“I’m taking the messiest notes known to man… then dropping them in ChatGPT and looking like a rockstar.”

Kyla Nuesa, ABM Manager at MongoDB, where sales goals shape strategy, and creative wins follow.

Challenge 5: Choosing Engagement Channels

Top 3 channels Kyla swears by:

1. Email.

“Done right, it’s still the most human. Micro-stories and personalization win.”

2. Small Events.

 Roundtables, lunch & learns, and curated webinars drive rich conversation.

3. LinkedIn Ads.

Great for keeping mid-funnel momentum and warming up longer-term accounts.

Bonus: She’s a big fan of smart gifting, especially to boost webinar attendance.

“I once gave away a Nintendo Switch if you attended four sessions. It worked!”

Challenge 6: Creating Content That Actually Lands

Most content isn’t made with the end user in mind. But Kyla builds content based on personas and what they would actually respond to.

Execs don’t want cartoon graphics. Devs don’t want another gated whitepaper. She steps into their shoes and creates accordingly: short videos, clear case studies, or even personalized microsites.

One of her most creative plays was Elevator ads inside a target account’s building, with QR codes that led to custom landing pages. People snapped pics, shared them, and buzz started fast.

Challenge 7: One Thing She’d Tell Her Younger Self

She didn’t always believe in her seat at the table. Thrown into ABM early, Kyla admits she struggled with imposter syndrome. Her advice now?

“Trust in your business acumen. You don’t have to know everything, but you do have to show up confidently and always be learning.”

Kyla’s Dream Tool

Not ABM-related and that’s kind of the point.

Kyla wants to build a wearable device that tracks physical signals (like heart rate or temp), prompts emotional check-ins, and helps you self-regulate before burnout hits.

Kyla’s Question for the Next Guest

“What’s one unconventional ABM tactic that surprised you with how well it worked?”

We’ve heard a lot about what goes wrong in ABM. But we’re craving some bold, creative wins too. The kind that break the mold and remind us why we got into this in the first place.

Final Thoughts

Kyla’s strategy is simple: respect sales’ time, understand their goals, and then move fast to support them. It’s personal, efficient, and refreshingly human.

Want to learn more or swap ideas? Connect with Kyla Nuesa on LinkedIn.